Sims Orthodontics

Delivering Impact beyond Smiles

Services We Provided: Branding from the Core®, Facilitated Strategic Planning Sessions, Logo, Visual Identity Assets, Brand Standards, Website Design & Reskinning, Branding Brochure, Brand Video, Custom Photography, Signage, Social Media Strategy and Graphics, Media Strategy, Digital Advertising Campaign

“The biggest thing I realized is the different between marketing and branding. Branding is much more of a core foundational process of identify the business and what the business stands for. Marketing is more outbounding and about getting patients in.”

James “Clay” Sims, DMD MS
Orthodontist, Sims Orthodontics

 How do we show the community that the hometown orthodontist is committed to more than just beautiful smiles?


Embarking on a solo career after practicing under one of Pensacola’s most beloved orthodontists, Dr. James “Clay” Sims sought to bring new energy to his practice, shaping it into a brand that he felt better represented himself, his team and their commitment to the local community. Dr. Sims chose idgroup to rebrand his organization from the inside out, focusing just as much on building the internal team as he did collaborating with idgroup to design a new, modern visual brand that would allow him to stand out against the competition and compete effectively in the marketplace.


Sims Orthodontics was in a time of transition, ready to break out of their uninspired image while also anticipating rapid practice growth within the next five years. The idgroup team rose to the challenge, designing a fresh new look and feel while carefully positioning the practice to attract not only new patients, but also employees and orthodontists interested in joining the Sims Orthodontics team. All photography and video shot used real patients and team members, and a focus was placed on highlighting the ways the practice gives back to the community to demonstrate the genuine love Dr. Sims has for his hometown and the people who make it so great.

The new brand represents me, but also represents the brand I want to have. Doing well, by doing good. I wasn’t surprised with the new brand recommendations, it was confirmation.

James “Clay” Sims, DMD MS
Orthodontist, Sims Orthodontics

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